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Determinants of the online purchase intention of cosmetic products
No full textU kontekstu sve snažnijeg razvoja digitalnih tehnologija i porasta popularnosti internetske kupovine, ponašanje potrošača u online okruženju postaje sve značajnije područje istraživanja unutar suvremenog marketinga. Poseban interes u radu usmjeren je na analizu čimbenika koji utječu na lojalnost i namjeru kupovine kozmetičkih proizvoda putem interneta. Stoga je predmet diplomskog rada namjera kupovine kozmetičkih proizvoda putem interneta. Konkretnije, cilj rada je bio otkriti kakvu ulogu kod namjere kupovine imaju čimbenici: 1. hedonistička motivacija, 2. online cijene, 3. pristup informacijama, 4. povjerenje u online kupovinu i 5. lojalnost. Navedeno je bilo potrebno istražiti zbog manjka prethodnih istraživanja na hrvatskom tržištu.
Empirijsko istraživanje provedeno je korištenjem strukturiranog anketnog upitnika na prigodnom uzorku od 165 ispitanika koji imaju prethodno iskustvo online kupovine kozmetičkih proizvoda. Podaci su obrađeni korištenjem deskriptivne statistike, te regresijskom analizom. Rezultatima je utvrđeno da emocionalni i hedonistički čimbenici imaju ključnu ulogu u oblikovanju lojalnosti i namjere kupovine. Hedonistička motivacija pokazala se kao najsnažniji prediktor lojalnosti, što potvrđuje važnost emocionalnog užitka i osobnog zadovoljstva u procesu donošenja odluke o kupovini kozmetičkih proizvoda. Uz to, varijable povjerenje u online kupovinu i pristup informacijama također su imale snažan i statistički značajan utjecaj na zavisnu varijablu. Ovi nalazi sugeriraju da korisnici očekuju sigurno, transparentno i informacijski bogato online okruženje koje im omogućuje kontrolu i sigurnost tijekom cijelog procesa kupovine.In the context of the increasingly strong development of digital technologies and the growing popularity of online shopping, consumer behavior in the online environment is becoming an increasingly important area of research within modern marketing. A special interest in the work is focused on the analysis of factors that influence loyalty and intention to purchase cosmetic products online. Therefore, the subject of the thesis is the intention to purchase cosmetic products online. More specifically, the aim of the work was to discover what role the following factors play in the purchase intention: 1. hedonic motivation, 2. online prices, 3. access to information, 4. trust in online shopping and 5. loyalty. The above was necessary to investigate due to the lack of previous research on the Croatian market. The empirical research was conducted using a structured questionnaire on a convenient sample of 165 respondents with previous experience purchasing cosmetic products online. The data were processed using descriptive statistics and regression analysis. The results determined that emotional and hedonic factors are key in shaping loyalty and purchase intention. Hedonic motivation was found to be the strongest predictor of loyalty, confirming the importance of emotional pleasure and personal satisfaction in the decision-making process for purchasing cosmetics. In addition, the variables trust in online shopping and access to information also had a strong and statistically significant impact on the dependent variable. These findings suggest that consumers expect a safe, transparent and information-rich online environment that allows them control and security throughout the entire shopping process. The limitations of the study are related to the size and type of sample, the purposive convenience sample of respondents, and the method of data analysi
Differences in motivation of generations X,Y and Z for visiting dark toursim locations in Croatia
No full textMračni turizam kao specifičan oblik turizma obuhvaća lokacije obilježene strašnim
događajima, koji su ostavili duboko značenje na sadašnjost. Muzeji, spomendomovi i ostale
memorijalne atrakcije omogućuju posjetiteljima da se suoče sa boli i patnjom tih lokaliteta,
Važno je odgovorno pristupati i ponašati se u skladu sa okruženjem jer je riječ o osjetljivoj
temi koja na pojedinca ostavlja drugačiji dojam. Mračni turizam kao specifičan oblik turizma obuhvaća lokacije obilježene strašnim
događajima, koji su ostavili duboko značenje na sadašnjost. Goli otok bio je zatvor i koncetracijski logor,
a većinom privlači ljubitelje mračnog turizma koji teže prema istraživačkoj ulozi ratnih
lokaliteta. Jasenovac je najpoznatiji koncentracijski logor iz Drugog svjetskog rata u
Hrvatskoj gdje se danas nalazi spomen područje i memorijalni centar koje posjećuju brojni
posjetitelji kako bi odali počast žrtvama i više se educirali o tragediji na tom području.
Vukovar je postao simbol stradanja tijekom Domovinskog rata. Sva strašna događanja koja
su se dogodila u ovom gradu ostavila su dubok trag. U Vukovaru posjetitelji mogu vidjeti
puno znamenitosti povezanih uz ratno razdoblje, poput groblja, spomenika.Dark tourism as a specific form of tourism includes locations marked by terrible
events, which have left a deep meaning on the present. Museums, memorials and other
memorial attractions allow visitors to face the pain and suffering of these locations,
It is important to approach responsibly and behave in accordance with the environment because it is a sensitive
topic that leaves a different impression on the individual. Dark tourism as a specific form of tourism includes locations marked by terrible
events, which have left a deep meaning on the present. Goli otok was a prison and a concentration camp,
and mostly attracts fans of dark tourism who strive for the research role of war
sites. Jasenovac is the most famous concentration camp from World War II in
Croatia, where today there is a memorial area and a memorial center that are visited by numerous
visitors to pay tribute to the victims and to educate themselves more about the tragedy in the area.
Vukovar has become a symbol of suffering during the Homeland War. All the terrible events that
happened in this city have left a deep mark. In Vukovar, visitors can see many sights related to the war period, such as cemeteries and monuments
Financing the transfer of family business
No full textPrijenos poslovanja predstavlja aktualnu temu u Hrvatskoj obzirom da se mnoga obiteljska poduzeća susreću s pitanjem održivosti njihova poslovanja radi odlaska vlasnika u mirovinu. Obiteljska se poduzeća susreću sa specifičnim problemima poput ispreplitanja sustava obitelji i poduzeća i balansiranja između njih, a proces prijenosa vlasništva predstavlja kritičnu fazu u njihovom životnom ciklusu. Financiranje prijenosa predstavlja kompleksan proces koji uključuje brojne stavke poput procjene vrijednosti, emocionalne povezanosti vlasnika s poduzećem, pravovremene i temeljite pripreme za prijenos te definirane i jasne vizije kupca poduzeća. Korištenjem odgovarajućih instrumenata financiranja prijenosa koje hrvatski institucionalni sustav podrške pruža, obavlja se tranzicija vlasništva na poduzetnike koji su spremni preuzeti poslovanje. HAMAG - BICRO kao ključna institucija podrške poduzetnicima pruža određene mogućnosti koje olakšavaju kupoprodaju poduzeća, no unatoč njegovoj neprimjenjivosti u svim okolnostima i specifičnostima kupovine, poduzetnici se uglavnom okreću bankama kao glavnim izvorom kapitala uz njihov vlastiti. Radi poboljšanja učinkovitosti prijenosa poslovanja te u konačnici rasta i razvoja hrvatskog gospodarstva potrebno je poboljšati ulogu odgovarajućih institucija u pružanju podrške poduzetnicima i promicati važnost kontinuiteta poslovanja poduzeća kao preduvjeta održivoga razvoja.The transfer of business ownership is a relevant topic in Croatia, as many family-owned firms are facing sustainability challenges due to the retirement of their owner. Family businesses are facing specific problems such as the intertwining of family and business systems and the need to balance between them, while the transfer of business ownership represents a critical phase in their life cycle. Financing the transfer is a complex process that includes various elements such as business valuation, emotional attachment of the owner to the company, timely and thorough preparation for transfer, and a clear and defined vision of the buyer. By using appropriate transfer financing instruments that the Croatian institutional system provides, ownership is transferred to the entrepreneurs who are ready to take over the business. HAMAG-BICRO, as a key institution supporting entrepreneurs , offers certain tools to facilitate the purchase of businesses. However, due its limited applicability in all circumstances and specific acquisition cases, entrepreneurs mostly rely on banks as their main source of capital, alongside their own funds. To improve the efficiency of business transfers and ultimately foster the growth and development of the Croatian economy, it is necessary to improve the role of relevant support institutions for entrepreneurs and to promote the importance of business continuity as a prerequisite for sustainable development
Business intelligence as an instrument of strategic management in the management of companies of the defense sector of the Republic of Croatia
No full textPresjekom teorijskih odrednica pruža se sustavan i sveobuhvatan pregled koncepta poslovno obavještajnog djelovanja, određuje se uloga sustava poslovno obavještajnog djelovanja kao strateškog menadžerskog resursa, te analizira međuovisnost navedenih predmeta istraživanja, odnosno, na koji način i u kojoj mjeri sustav poslovno obavještajnog djelovanja utječe na upravljanje u poduzećima hrvatskog obrambenog sektora. Iz navedenog proizlazi glavni cilj istraživanja - utvrditi povezanost, utjecaj i primjenu sustava poslovno obavještajnog djelovanja u strateškom upravljanju poduzećima obrambenog sektora. Empirijski dio odnosi se na kvantitativno istraživanje objekta istraživanja ovog rada, odnosno poduzeća obrambenog sektora Republike Hrvatske.Uz teorijsko i empirijsko znanje koje proizlazi iz istraživanja, ovaj rad ima i aplikativnu vrijednost koja se očituje u primjeni sustava poslovno obavještajnog djelovanja u poduzećima obrambenog sektora.The doctoral dissertation "Business intelligence as an instrument of strategic management in the management of companies in the defense sector of the Republic of Croatia" explores the application and role of business intelligence as a strategic managerial resource with a focus on companies in the Croatian defense sector.
A section of theoretical determinants provides a systematic and comprehensive overview of the concept of business intelligence, determines the role of the business intelligence system as a strategic managerial resource, and analyzes the interdependence of the aforementioned research subjects, i.e., in what way and to what extent the business intelligence system affects management in companies of the Croatian defense sector. The main goal of the research follows from the above - to determine the connection, influence and application of the business intelligence system in the strategic management of companies in the defense sector.
The empirical part refers to the quantitative research of the research object of this work, that is, the companies of the defense sector of the Republic of Croatia. The main challenge of the research turned out to be the definition of the population of the defense sector, and since it does not formally exist in the national classification of economic activities, the importance of constructing a base of companies in the defense sector turned out to be necessary. The constructed base consisted of a population of 163 respondents, according to whom the survey questionnaire was distributed as the main research instrument. On the basis of empirical research, new knowledge is developed about the importance of the application of the business intelligence system in the strategic management of companies, the impact of the business intelligence system on the economic indicators of the company, and the effectiveness of the use of the business intelligence system on the contribution to business.
In addition to the theoretical and empirical knowledge derived from the research, this work also has an applied value, which is manifested in the application of the business intelligence system in companies of the defense sector.
Appropriate statistical models and methods are used to test the set research hypotheses. Multiple spatial linear regression, based on least squares (OLS) estimation, was used to test hypotheses H1, H2 and H3, while multifactor analysis of variance (ANOVA) was used to test hypothesis H4.
Hypothesis H1 assumes that the application of the business intelligence system is positively related to the realization of the competitive advantage of companies in the defense sector. In order to test this hypothesis, it is necessary to calculate the average value of the particles of the dependent variable of the company's competitiveness. Independent variables are individual particles of the application variable of the business intelligence system. Hypothesis H2 assumes that the application of the business intelligence system is positively related to the achievement of the company's strategic goals. In order to test this hypothesis, it is necessary to calculate the average value of the particles of the dependent variable of the level of achievement of the company's strategic goals. Independent variables are individual particles of the variable Application of the business intelligence system. Hypothesis H3 assumes that the application of the business intelligence system is positively related to the export orientation of the company. In order to test this hypothesis, the export orientation variable is used as a dependent variable. Independent variables are individual particles of the variable Application of the business intelligence system. Hypothesis H4 assumes that there is a statistically significant difference in the level of contribution of the business intelligence system to the success of the company's operations with regard to the size of the company. To test the hypothesis H4, a multifactor analysis of variance is used, whereby the individual particles of the variable "Level of contribution of the business intelligence system to the success of the company's operations" are compared with respect to the size of the company.
The presented results and limitations of the research have their applicability for the scientific as well as the business community
The influence of store atmosphere and product placement on food purchasing
No full textAtmosfera u prodavaonici i fizička pozicija proizvoda u prostoru imaju ključnu ulogu u oblikovanju ponašanja potrošača. Boje, osvjetljenje, glazba i raspored elemenata u prostoru zajedno stvaraju okruženje koje može pozitivno ili negativno utjecati na percepciju proizvoda i krajnju odluku o kupnji. Posebnu pažnju zaslužuje način na koji je proizvod smješten u prodavaonici, je li se proizvod nalazi na polici koja je naslonjena ili je izdvojen u vlastitom prostoru putem samostojeće police. U okviru ovog istraživanja, u tri prodavaonice provedeno je testiranje utjecaja promjene pozicije Kraševog keksa s naslonjene na istaknutu samostojeću poziciju i obrnuto. U svakoj od prodavaonica promatrala se promjena u količini prodanih jedinica tijekom dva uzastopna tjedna. Iako se pretpostavljalo da će samostojeće pozicije automatski povećati prodaju zbog veće vidljivosti, rezultati su pokazali kako učinak ovisi o prostornom kontekstu, navikama potrošača i logici kretanja kroz prodavaonicu. U jednoj je prodavaonici prodaja porasla kada je premješten na naslonjenu poziciju, dok je u drugoj zabilježen pad prodaje kada je proizvod premješten na samostojeću poziciju. U trećem je slučaju zabilježena gotovo neutralna promjena. Ovakvi rezultati ukazuju na to da ne postoji jedinstveno rješenje koje bi se moglo primijeniti u svakoj maloprodajnoj situaciji, već je potrebno analizirati konkretan prostor, ponašanje potrošača i dinamiku prodavaonice prije donošenja odluke o pozicioniranju proizvoda. Teorijski uvidi o važnosti atmosfere i prostorne percepcije potvrđeni su u praksi. Iako dizajn prostora često djeluje na nesvjesnoj razini, njegov utjecaj na doživljaj i ponašanje potrošača je snažan. Zbog toga je promišljeno oblikovanje prodajnog prostora, uključujući pažljivo biranu poziciju proizvoda, jedan od najučinkovitijih načina za povećanje prodaje bez dodatnih troškova u promociju ili cijenu. Dobiveni rezultati predstavljaju vrijedan uvid za prodavaonice hrane i marke u planiranju izlaganja proizvoda u fizičkom prostoru.Store atmosphere and the physical positioning of products within a retail space play a crucial role in shaping consumer behavior. Elements such as lighting, color, background music, and the spatial layout work together to create an environment that can influence the perception of products and ultimately affect purchasing decisions. Of particular importance is how the product is placed, anchored or freestanding displayed. This research involved a field experiment conducted in three different grocery stores to test the effects of changing the position of a well-known chocolate brand from anchored to a freestanding display. Each store observed changes in sales volumes over two consecutive weeks. While it was expected that more visible freestanding displays would automatically boost sales, results showed that the outcome depends heavily on the spatial context, customer habits, and the natural flow of movement within the store. One store saw a clear increase in sales when the product was moved from a freestanding display to the anchored, suggesting that customers may associate regular shelf placement with trust or easier accessibility. Another store experienced a sales drop after relocating the product to a freestanding unit, likely due to poor positioning outside of key traffic zones. The third store recorded a near-neutral change, highlighting that not all interventions yield strong effects. These findings suggest there is no universal strategy suitable for all retail environments; each case must be analyzed individually based on customer behavior and store layout. Theoretical insights on the importance of atmosphere and spatial perception were confirmed through practice. While design factors often operate on a subconscious level, their influence on how consumers perceive products and make decisions is powerful. Thoughtful organization of the sales space, especially with regard to product positioning, emerges as one of the most effective, low-cost strategies for increasing sales without altering price or packaging. The data gathered in this study offer valuable insights for retailers and brands when planning how and where to present products in physical stores
Determinants of real estate prices in the Republic of Croatia
No full textPredmet i cilj ovog rada je istražiti koje odrednice utječu na promjenu kvartalne stope rasta indeksa cijena stambenih nekretnina u Republici Hrvatskoj u razdoblju od prvog kvartala 2011. do četvrtog kvartala 2024. godine. Poseban naglasak stavljen je na odrednice poput kamatnih stopa na stambene kredite, izdanih stambenih kredita i stope zaposlenosti. U radu je primijenjen model višestruke linearne regresije na nacionalnim podacima, a dijagnostičkim testovima potvrđeno je ispunjenje ključnih pretpostavki regresijske analize. Rezultati pokazuju da su kamatne stope negativno povezane s rastom cijena nekretnina, dok izdani stambeni krediti i stopa zaposlenosti imaju pozitivan utjecaj. Ostale varijable, uključujući realnu stopu rasta BDP-a, promjena plaća, turistička noćenja, izdane građevinske dozvole i članstvo u Europskoj uniji, nisu se pokazale statistički značajnima, što se može pripisati ograničenjima uzorka i transformaciji podataka. Rad ističe važna ograničenja poput kratkog vremenskog razdoblja i malog uzorka te predlaže smjerove za buduća istraživanja koja bi uključila detaljniju regionalnu analizu i naprednije ekonometrijske modele. Ovaj rad doprinosi dubljem razumijevanju kratkoročnih mehanizama na tržištu nekretnina u Republici Hrvatskoj i pruža korisne smjernice za daljnja istraživanja.The subject and aim of this paper are to investigate which determinants influence the change in the quarterly growth rate of the residential real estate price index in the Republic of Croatia from the first quarter of 2011 to the fourth quarter of 2024. Special emphasis is placed on determinants such as interest rates on housing loans, the volume of housing loans issued, and the employment rate. The paper applies multiple linear regression to national data, and diagnostic tests confirm that the key assumptions of regression analysis are met. The results show that interest rates are negatively associated with real estate price growth, while issued housing loans and the employment rate have a positive impact. Other variables, including the real GDP growth rate, changes in wages, tourist overnight stays, building permits issued, and European Union membership, did not prove statistically significant, which may be attributed to sample limitations and data transformation. The paper highlights important limitations, such as the short time period and small sample size, and suggests directions for future research, including more detailed regional analysis and advanced econometric models. This research contributes to a deeper understanding of short-term mechanisms in the Croatian real estate market and provides useful guidelines for further studies
Suvremene tehnologije kao temelj inovacija u e-trgovini
No full textCilj rada je analizirati ulogu suvremenih tehnologija u e-trgovini i dokazati kako njihova primjena potiče inovacije u sektoru te kako to utječe na poduzeće i potrošača. Ciljevi istraživanja uključuju:
1) Pregled suvremenih tehnologija u uporabi u e-trgovini
2) Pregled tržišta e-trgovine
3) Analiza prednosti koje suvremene tehnologije pružaju e-trgovini
4) Identifikacija izazova i prepreka u primjeni suvremenih tehnologija
5) Istraživanje stvarnog primjera primjene suvremene tehnologije u e-trgovini – Amazon
U sklopu istraživanja utjecaja suvremenih tehnologija na poslovni model i operativnu učinkovitost Amazona, metodologija se temelji isključivo na studiji slučaja. Studija slučaja omogućuje dublje razumijevanje specifičnih tehnoloških inovacija koje Amazon implementira te njihovih učinaka na ključne aspekte poslovanja. Amazon je odabran kao reprezentativan primjer e-trgovinskog poduzeća zbog svoje snažne prisutnosti na globalnom tržištu i intenzivne primjene suvremenih tehnologija. Fokus istraživanja je na specifičnim tehnološkim rješenjima koja su Amazonu omogućila postizanje vodeće pozicije u industriji, kao i na načinima na koje ove tehnologije doprinose unaprjeđenju operativne učinkovitosti i poslovnog modela. U studiji slučaja korišteni su sekundarni izvori podataka poput javno dostupnih izvještaja o poslovanju, financijskih dokumenata, industrijskih analiza te članaka iz relevantnih časopisa i izvora koji proučavaju tehnologije u e-trgovini. Poseban naglasak stavljen je na izvještaje koje Amazon redovito objavljuje, poput kvartalnih financijskih izvještaja, izvještaja o inovacijama i tehnološkim rješenjima te strateških planova. Glavni zaključci rada su da tehnologija čini ključni čimbenik u održavanju Amazonove konkurentnosti i u stvaranju novih prilika za širenje na globalnom tržištu. Sa stalnim inovacijama i ulaganjem u tehnologiju, Amazon nastavlja biti predvodnik u digitalnoj transformaciji poslovanja
The application of artificial intelligence in communication and marketing in tourist agencies
No full textZavršni rad istražuje primjenu umjetne inteligencije u marketingu i komunikaciji turističkih agencija kroz teoriju i anketu među korisnicima
Analysis of the role of creative industries in the economic development of Croatia
No full textTema rada usmjerena je na analizu značaja i ekonomskog doprinosa kreativnih industrija u kontekstu Republike Hrvatske. Ove industrije obuhvaćaju sektore poput audiovizualne produkcije, dizajna, digitalnih medija, arhitekture, gaminga i kulturnog stvaralaštva te se ističu kao važan pokretač inovacija, zapošljavanja i gospodarske diversifikacije. Cilj rada je istražiti ulogu kreativnih industrija u gospodarskom rastu Hrvatske, s fokusom na njihov doprinos BDP-u, zapošljavanju, te povezanost s drugim sektorima poput turizma, obrazovanja i tehnologije. Također se analizira njihov utjecaj na regionalni razvoj, urbanu revitalizaciju te mogućnosti integracije na europsko i globalno tržište.
Teorijski dio rada obuhvaća definiciju i povijesni razvoj kreativnih industrija, njihovu ulogu u društvenom razvoju te pregled relevantnih domaćih i međunarodnih istraživanja. Poseban naglasak stavljen je na kontekst Hrvatske i dosadašnje strategije i politike razvoja ovog sektora. Istraživački dio temelji se na analizi sekundarnih izvora, uključujući znanstvene radove, izvještaje i statističke podatke. Proučava se ekonomska isplativost pojedinih sektora kreativne industrije, njihov doprinos zapošljavanju i BDP-u, te utjecaj na turizam i tehnologiju. Također se identificiraju ključne prepreke daljnjem razvoju, poput nedostatka institucionalne podrške i financiranja, te se predlažu mjere za unaprjeđenje.The topic of the thesis focuses on analyzing the significance and economic contribution of creative industries within the context of the Republic of Croatia. These industries include sectors such as audiovisual production, design, digital media, architecture, gaming, and cultural creation, and are highlighted as key drivers of innovation, employment, and economic diversification. The main goal of the thesis is to explore the role of creative industries in Croatia’s economic growth, with emphasis on their contribution to GDP, employment, and their connection with other sectors such as tourism, education, and technology. It also examines their influence on regional development, urban revitalization, and the possibilities of integration into the European and global markets.
The theoretical part of the paper includes the definition and historical development of creative industries, their role in social development, and an overview of relevant domestic and international research. Special attention is given to the Croatian context and the strategies and policies implemented so far in this sector. The research section is based on the analysis of secondary sources, including scientific papers, reports, and statistical data. It examines the economic profitability of various creative industry sectors, their contribution to employment and GDP, and their impact on tourism and technology. Key obstacles to further development are identified—such as lack of institutional support and funding—and measures for improvement are proposed
The role of green bonds in sustainable banking
No full textZelene obveznice predstavljaju važan alat za financiranje projekata koji su usmjereni na smanjenje negativnog utjecaja na okoliš. Potreba za održivim financijskim instrumentima u financiranju i ulaganju postala je imperativ za brojne poslovne subjekte, pa tako i financijske institucije. S obzirom na to da je tržište zelenih obveznica još nedovoljno razvijeno, cilj rada jest istražiti ulogu zelenih obveznica u održivom poslovanju banaka, prikazati njihove osnovne karakteristike te pomoću emisije i ulagačkog portfelja istražiti na koji način doprinose održivosti poslovanja. Zelene obveznice uvelike pomažu bankama u postizanju globalnih ciljeva održivog razvoja, čime se postiže ravnoteža između ostvarivanja financijskog rezultata i pozitivnog učinka na društvo u cjelini. Jednu od najvećih prepreka za takvu vrstu ulaganja predstavlja regulatorni okvir. Kako bi tržište zelenih obveznica uspješno funkcioniralo, potrebno je uskladiti regulatorni okvir s međunarodnim zahtjevima, ali i specifičnostima hrvatskoga tržišta.Green bonds represent an important tool for financing projects aimed at reducing the negative impact on the environment. The need for sustainable financial instruments in financing and investing has become imperative for numerous business entities, including financial institutions. Considering that the market for green bonds is still underdeveloped, the aim of this paper is to explore the role of green bonds in the sustainable operations of banks, present their key characteristics, and investigate how they contribute to the sustainability of business through issuance and investment portfolios. Green bonds greatly assist banks in achieving global sustainable development goals, thus balancing financial results with positive societal impact. One of the biggest obstacles to such investments is the regulatory framework. For the green bond market to function successfully, it is necessary to align the regulatory framework with international requirements while also adapting it to the specifics of the Croatian market